A STUDY ON CONSUMER BEHAVIOUR OF WOMEN IN DURABLE GOODS -With Special Reference To Pollachi Taluk I.INTRODUCTION In India there are various resources and people are more prone to use variety of products for their consumption. The process of consumption in the post liberalized era has started dominating the consumer community particularly in the women section. There are numerous products are available in the market for the consumption and this situation has created for consumers. The multiple products with similar utility have created a competitive situation in the market. People at one side are unable to decide what to buy and on the other side they remain faithful to some products in particular. Thus, consumer behavior is one of the significant areas to be studied. The globalization and liberalization operation of businesses have given an opportunity to the customers/ consumers to select one out of various similar products available in the market. The global trend in the market have affected the consumer 's behavior to a great extent, whether it is a case of seller operating in international, regional, local level or a case of consumers involved in purchasing consumable/ industrial products. Due to globalization of business and liberalized policies of the government the auto industry has witnessed a major selling prospect. Many multinational companies have entered to fray, turning the market place into a virtual battlefield. II. STATEMENT OF THE PROBLEM The marketers
· The standardization of industry product: Vehicles products are standardized even though we still can find some differentiation between auto companies. For the consumers who feel they can find the equivalent vehicles between companies, they will compare them. However, since there are brand loyalty among the consumers in choosing a vehicle related to its differentiation, the switching costs for consumers may be high. Thus, the bargaining power of buyers seems to be moderate.
In an article called Cultural Factor Highly Influences On Consumers & Their Buying Behavior – In Indian Context, the basic characteristics of culture are described:
Over the last decade China and India have adopted trends from western-styles. These are two heavily populated countries and their youth are gravitate more to western styles. There are many goods and services that can be offered to their marketers. This paper will describe the products that interest these youth markets. Compare and contrast the micro- and macro-environmental forces that influence the marketing strategies for these goods and services. Analyze the marketing strategies of these two countries and compare them with the U.S. consumption marketers. And finally, what opportunity for U.S. companies I might foresee.
This journal is relevant to the topic of this research, firstly it provides information about what factors will influence the public’s choice of car, secondly it shows how the three main variables influence the distribution intensity of each brand, so that influence the public’s choice of car. However, this study focuses on
The booming economy and burgeoning development has made India more accessible to the world in-terms of tourism, business growth and quality of life for its citizens. Influences from North America and Europe and funding by the government has provided cities and towns all over the country with supermarkets, Walmart, that contain products from all over the world, mega shopping malls with the latest designer clothing such as Tommy Hilfiger, Louis Vuitton and many others, modern restaurants, bars, and clubs such as KFC, Subway, McDonald’s etc... In addition, people have more money to spend, especially the growing middle class as the economy has grow rapidly since the late 90’s. I was surprised to witness, people of every ethnicity purchasing automobiles, high end
My generation, specifically Generation Y, has grown up with computers. Whether it was DOS or Windows or Macintosh, my peers have a knack for the virtual interface. Our parents and grandparents do not understand it. They fumble uncomfortably with their cell phones and become frustrated by the oncoming new media of video games (especially when my brothers and I would rather play Halo 3 than Pac-Man with my dad). Whereas we effortlessly communicate with each other like each button is an extra organic limb on our body. It is as if technology was in our blood, but not theirs.
Consumer behaviour is defined as the behaviour that consumers undertake in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs (Nayeem 2012). Different consumer may have different choices in purchase that is dependent on various influences. High involvement purchase sets the best example of engaging in consumer behaviour in various aspects as complex buying behaviour occurs when the consumer is highly involved with the purchase and when there are significant differences between brands. This behaviour can be associated with the purchase of a something significant in value and meaning to consumer which could be risky (Tanner 2012). High
Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With
Understanding and acting upon consumer behavior is at the core of becoming a successful retailer. Today’s business environment is packed with competing firms, all seeking to convenience customers to choose them over their competitors. Many industries, such as the soda, cell phone, and washing detergent industry are dominated by a just a few or a sole firm. Therefore, more than ever it is difficult to intervene in the habitual consumption of most consumers. A consumer’s buying process is what must be closely analyzed by any existing or new firm that is trying to become competitive in today’s business environment.
Figure 3: Lush label states "Fresh Handmade Cosmetics" and "Bring back 5 Pots and Get a Fresh Face Mask Free"
There are several cultural factors that will be affected by Wal-Mart’s entrance into India. If a giant corporate retail company, such as Wal-Mart, enters India it will have a direct impact on millions of farmers and people employed in small businesses. India is a land of retail democracy with hundreds of thousands of bazaars located across the country. In India, main streets are called bazaars as they are lively, vibrant and a source of livelihood for millions of people. Many citizens believe it is part of Indian culture to have crowded lanes with people selling shoes, toys, clothes, and much more. There are cafe owners making coffee and frying potatoes for people on the road sides. Moreover,
I moved through the process of selecting the right gym to join quite quickly as I was very motivated to get started. I took into consideration that this purchase posed physical and social problems and considered those when making my decision.
Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase.
It is also said that, “Differences men and women have, using different areas of the brain for solving tasks, enable researchers to attract particular shoppers by aligning marketing messages, advertising, product features, store displays (including colors), and customer service with the expectations of the desired customers’ gender and shopping characteristics.” (Lewis, “Topics”) This means that shopping not only has to do with what we like, but it goes way deeper than that; the ways our brain is step up contributes to how different we are shopping. Men have a larger brain size by about 10%, as women have substantially more nerve endings and connections than men have.
I would like to extend sincere thanks to Mr. Vikram Laud, (Store Operations Manager, HyperCITY, Thane) my Industry advisor, for his time, advice, and encouragement. I would like to express my gratitude to the HyperCITY Retail